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It’s 7:30am on the 22nd of December in 2012 and it’s COLD in East London.

My best friend and I are dragging market stall equipment over to Brick Lane Market along with 18 pairs of female leggings we had purchased from Ebay the previous week and drawn our logo on them to make them “male”.

We then go on to spend 8 freezing cold hours on the market. Can you guess how many pairs of “male” leggings we sold? You got it. Zero.

But we did have fun, in the following months we set up a Shopify store, designed real male leggings and since then have sold thousands of leggings, been feature in the Mail Online and appeared on the BBC television show Dragons’ Den.

And we owe all of this success to what we now call: The Social Selling Cycle.

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